Riot Games
VALORANT
Stylish, sleek, iconic; three words that describe both VALORANT and pretty much the opposite of organic social culture. To relate the entire range of our 35 million players, including those at the start of their climb instead of only the 1% who have reached the top, VALORANT required a unique approach that merged the cool with the organic — which sometimes meant not trying to be cool. A visual style that flexed from polish and hyped to internet forward and memey. A tonal approach that avoided the try hard and embraced dying while trying ... res me Sage? 🥺 👉👈
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​Role: Retainer creative lead, social creative direction, plus ideation and copy support as needed
Console Launch Campaign
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Spearheaded the global social response of the biggest moment in VALORANT since VALORANT
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Blended elevated brand design systems with social-first principles
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Covertly teased that VALORANT was coming to console in the background of our Tune In asset. Betchu can't spot it. ​
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Brought noobs and day ones together on twitter for a particularly wholesome comment section filled with 1400 replies. Players who dropped a tip got their own one-of-a-kind "W." Won't lie, they got creatively dubious after "double u".
PROACTIVE AGENT LAUNCH STUNTS
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We included the kind of thinking you might see in a global GTM as part of our standard monthly content calendars, because with a game like VALORANT iconic is the standard. Here's how we seeded hype for the game's 26th agent, the steel-running-through-her veins, and enemies-running-for-their-lives Vyse.
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Before and leading up to her announce, we had vines inch their way across all of VALORANT'S existing profile banners globally and regionally, rolling out the concept on IG with a custom profile pic — as hype grew, so did the growth on our banners with three progressive changes leading up to launch.
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We created a meme that became the very first public teaser of a hidden easter egg on a VALORANT map; someone's trapped in the Abyss Map cage
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We let players tap to break Vyse's cage on IGS, only to discover when they logged into VALORANT the actual cage was broken too, breaking the fourth wall between social media and in-game. Err, fourth glass.
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INSTAGRAM IN-FEED STATIC
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We invented our own, original social media hacks
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Turned brand assets into elevated social content for premium cosmetics
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Noticing IGS was an untapped medium, we created an Add Yours Sticker that let players use Agent Abilities on their friends IRL. Btw, if you have friends IRL, do I have the IG Story for you (experience on frame 4).
TIKTOK AND REELS
​We faced a unique challenge of needing to utilize 100% VAL IP, sounds, and assets. Yes, that meant zero trending TikTok sounds. To solve, we reimagined trends set wholly within the universe of VALORANT and did things like cut TikToks in half with a cyberpunk sword
TWITTER / X
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Self-deprecative elements of our work resulted in relatable posts hitting over 2000 retweets on a channel where average likes alone were 3400. ​
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We approached posts like experiences, creating engrossing moments for players in the comments like getting their own custom Evori Dreamwing Familiar which 2000 people took us up on in the comments 😠A few of them had a rare shiny effect for extra surprise and delight.
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You Uncovered a Secret, Sentimental Zone
Around 8 years ago I had the privilege of writing emails for Wunderman's Xbox client. To some, email copywriting might not be glamorous. I was even assigned the least glamorous emails of all the emails we did: the weekly and monthly Games with Gold newsletter.
But to me, it was the coolest gig imaginable.
As I wrote my emails, I put my heart into every line of copy I wrote, hoping that one day I'd be creating social for gaming brands as iconic and impactful as Xbox.
... notice a resemblance?
